Premium tends to convey a sense of more ... for more. I don't think that's necessarily bad. But that can also be a trap.

For example, with many online content sites, "premium" typically means access to more content. A premium coffee might have an extra flavor or espresso shot. A premium media service (like a movie or book) might provide access to features, such as out-takes, director or writer interviews, and the like. In all of these cases, premium means "more."

What about marketing convenience as a premium? Some businesses do this now, so I'm not saying that this is an entirely new idea. But I think that more businesses can benefit from this kind of marketing. For example, premium movie theaters offer up leather seats, stadium seating with wide walkways, and table-side service (often including alcohol). For some, the higher ticket price is worth this experience. (Case in point: I saw the "Star Wars Episode I" movie in a premium theater---it's a refreshing experience to not see anyone under the age of 21 at a move like this!)

What about extending this notion of premium to services? Here's an example. Let's say that you run a housecleaning service, and your schedule is packed. You meet with a prospect and run through your services, price, etc. You offer that you have Mondays available. They were really hoping for Fridays. The "Marketing 1.0" house cleaner will say that Monday is available, and if the prospect doesn’t take it, then it’s a missed opportunity. The "Marketing 2.0" house cleaner will say that Friday might be available, but at a premium (read: preferential) price. He or she can look at their schedule and see if any other clients are willing to move days around.  Or maybe even offer a lower price to some clients in trade for a floating day to clean the house, versus a standard, recurring day.

The take-away is that premium isn’t just in the form of more content.  It's what will make the experience better for the customer. And that can be in the form of content, convenience, or customer service.  The savvy marketer will examine her business and see if there are ways to identify "premium" opportunities in their various forms.